For many years, the ‘foot in the door’ technique was very popular among salespeople. Telemarketers would encourage a prospect to agree to a modest request (the foot in the door) before getting them to agree to a much larger one. Extremely successful, this method of procuring sales has been used around the world for decades.
However, the modern sales landscape is changing. Prospects are becoming more savvy and decision makers are now more careful about agreeing to requests. This means the ‘foot in the door’ technique is no longer guaranteed to produce results. In fact, a very different approach may now be more appropriate for today’s business developers
Problems with ‘foot in the door’
Although the technique can still be effective, most prospects will now see past an attempt at ‘foot in the door’. Decision makers tend to respond poorly to the technique as it implies there’s some deception going on. No one likes to feel like they’re having the wool pulled over their eyes. Using ‘foot in the door’ can also compel decision makers to buy products or services they don’t really need. This can damage the relationship between the salesperson and the prospect and can limit their future business interactions.
The ‘carer’ personality
Instead of working a call to suit their objectives and goals, many intelligent telemarketers are now placing the prospect’s needs and requirements at the centre of the conversation. Rather than making the call solely about closing, telemarketers are talking to decision makers, finding out about their specific requirements and tailoring their services accordingly. By genuinely caring about clients, and by listening to their queries and objections, telemarketers can build trust and lay the foundations for a productive business relationship.
Benefits of the ‘carer’ personality
In the long run, this approach can be far more beneficial than the pushier ‘foot in the door’ technique. By caring about prospects, working to meet the needs of a decision maker and listening to objections, queries and questions, salespeople can begin to build a trusting and productive business relationship. These types of relationships often last longer than those built on ‘foot in the door’ sales calls. This means that over time the prospect may become a more lucrative lifetime customer.
Using a caring personality in sales calls is often more beneficial to the telemarketers as well. Rather than forcing them to sell, sell, sell, it allows them the time and the space to properly connect with the prospect and to adjust their sales approach accordingly.
Revising tried and tested techniques, innovating on familiar methods and staying up to date with changing trends are vital in telemarketing. To find out more about modern approaches to telemarketing or for more advice on getting the most out of your telemarketing campaigns, explore our site today.